Financial Times Invites Commercial Audience to ‘Reach Our Readers’

The Financial Times has partnered with creative agency Motel to launch a fully integrated campaign to increase awareness of the FT’s advertising and partnerships offering to its media and marketing industry audience. 

‘’This new campaign sits at the heart of a wider strategy to raise the profile of FT Commercial’s capabilities in a fresh and creative way, whilst leaning into our brand heritage,” said FT Commercial head of marketing Elizabeth Dolin.

“The FT is relied upon by leading corporate executives and high-net-worth individuals. When you invest in media with the FT, you access the most influential people in business and politics, and some of the wealthiest and most discerning consumers in the world.” she added. 

Based on the strategy ‘Influence the influencers’, the campaign features multiple executions, all art directed in the FT’s highly recognisable look and feel. They will run across FT paid and owned channels, as well as events, branded giveaways and other audience touchpoints. 

The campaign will launch with a series of hero executions, with headlines that include, ‘Where opinion formers form opinions’, ‘Talk to the 22.4mn who influence the 8bn’ and ‘Not read by any old Mark, Elon or Jeff’. 

To reflect the FT’s global reach, the messages within the campaign will also focus on key advertiser sectors such as luxury, fashion and banking - along with markets including the US, Paris, Singapore, and the UK - featuring lines including: 'From fashionistas to Threadneedle Street', 'From Wall Street to Brick Lane' and 'From Fifth Ave to Number 10'.

All executions in the campaign are signed off with the overarching platform line: 'Reach our readers'. 

The campaign will launch in FT Commercial’s key markets on 7th June. There will be an extension for the campaign at Cannes Lions (17-21st June) where the FT will host an event takeover at the Contagious Villa. 

The FT’s presence in Cannes will be accompanied by outdoor and digital executions within the campaign, with headlines including: ‘From can doers to Cannes goers’ and ‘From LA to La Croisette’ through to ‘From property experts to house DJs’ at the Contagious DJ booth. 

Motel Founder and CEO Rob Smith added, “There are more than enough reasons to advertise using the FT based on its readership and subscriber numbers alone - the FT’s superpower though is who reads it not just how many read it, which is the driving idea behind the ‘Reach our readers’ campaign”.